Podcast Summary: E032: How To Balance Brand Memorability & ROI In Your Creative Ad Strategy with David Herrmann
Podcast Information:
- Title: Marketing Operators
- Hosts: Connor Rolain, Connor MacDonald, Cody Plofker
- Guest: David Herrmann
- Episode: E032
- Release Date: November 5, 2024
Introduction
In episode E032 of Marketing Operators, hosts Connor Rolain, Connor MacDonald, and Cody Plofker welcome back their esteemed guest, David Herrmann. The episode delves deep into strategic discussions on balancing brand memorability with return on investment (ROI) within creative advertising strategies. Throughout the episode, the hosts and David explore various marketing channels, creative diversification, and the nuanced challenges of maintaining both brand presence and financial efficiency.
Guest Background
David Herrmann, recognized for his expertise in digital marketing, joins the podcast for the second time. With a robust background in media mix modeling and a keen understanding of multi-channel advertising, David brings invaluable insights into optimizing ad strategies for sustained brand growth.
Marketing Channels and Diversification
The conversation kicks off with an exploration of the evolving landscape of marketing channels as businesses approach the fourth quarter. David shares his experiences with platforms like Pinterest and Snapchat:
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Pinterest: David highlights the platform's seasonal potential, noting, “The click-through rates on seasonal keywords are just so rocket fire” (06:26). He emphasizes Pinterest as more of a top-of-funnel channel that drives long-term conversions rather than immediate direct response (DR) conversions.
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Snapchat: Contrasting Pinterest, David discusses Snapchat’s resurgence, praising its new tools tailored for direct response marketing. “We’re spending upwards of $15k to $20k a day on Snap, and it's as successful as Meta” (07:45).
He also touches upon the efficacy of Meta platforms, YouTube, TikTok, and Applovin, providing a comprehensive overview of how each channel fits into a diversified ad strategy.
Creative Strategy and Brand Memorability
A significant portion of the discussion centers on the importance of creative diversity in advertising. David and the hosts debate the balance between performance-driven ads and those aimed at building brand memorability:
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Creative Diversity: David asserts, “The job isn’t to find winning ads and scale them. It’s to have as many diverse ads in an ad set that Meta will spend on” (20:39). This approach ensures that the advertising strategy isn’t overly reliant on a single creative style, which can lead to ad fatigue and diminishing returns.
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Brand vs. Performance Ads: Cody emphasizes the necessity of running ads that not only perform well in terms of ROI but also contribute to long-term brand recognition. “There are ads that get comments and engagement but don’t necessarily drive sales. I keep them running because they’re great branding assets” (21:04).
Case Studies and Examples
The episode features practical examples illustrating the discussed strategies:
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Hexclad and Jones Road Ridge: Both brands are highlighted for their innovative use of Motion's tools to enhance creative research and analytics. David shares, “We've been using Prescient AI for media mix modeling, and it’s been a game-changer for us” (16:10).
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Ridge Wallet Campaigns: Cody discusses Ridge’s approach to creative diversification, including partnerships with personalities like Travis Barker and leveraging high-production-value content to enhance brand memorability. “We’re sponsoring people like Travis Barker to ensure our brand is remembered” (32:32).
Challenges and Solutions in Ad Performance
David and the hosts address common hurdles in maintaining both brand presence and ad performance:
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Meta’s Algorithm Limitations: David points out the challenges with Meta’s ad algorithms, noting, “It feels like you have to constantly re-train the system by introducing new creatives” (43:44). He shares his experience of optimizing CPA by switching bidding strategies, which resulted in a significant performance boost.
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Creative Fatigue: The team discusses how repetitive creatives, especially on platforms like Reels, can lead to rapid ad fatigue. “Creative diversity ensures that ads don’t burn out quickly and maintain engagement over a longer period” (20:37).
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Ad Account Management: Cody explores the intricacies of managing multiple ad accounts and pixels to cater to diverse product lines, questioning its efficacy and sharing his cautious approach to splitting ad accounts.
Future Trends and Q4 Strategies
Looking ahead to the fourth quarter, the hosts and David offer strategic advice for marketers:
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Investment in Upper Funnel Activities: David emphasizes the importance of investing in brand-building activities such as TV and YouTube, supported by robust media mix modeling tools like Prescient AI to measure their impact accurately (15:36).
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Adaptation to Platform Changes: As platforms evolve, adapting creative strategies to fit new ad formats and user consumption patterns is crucial. Connor shares Ridge’s plans to launch custom products aligned with events like the World Series, demonstrating the integration of timely campaigns with brand objectives (64:41).
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Patience and Experimentation: Both hosts advocate for patience in allowing new creative strategies to mature before evaluating their success. “You have to put yourself in the mindset of committing to experimenting versus cutting off ads prematurely” (54:23).
Notable Quotes
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David Herrmann: “The job isn’t to find winning ads and scale them. It’s to have as many diverse ads in an ad set that Meta will spend on.” (20:39)
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Cody Plofker: “If we just keep repeating the same things over and over again, you're going to get stuck.” (53:04)
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Connor Rolain: “Brands have to understand what it takes for them to win. For Ridge, it is to be a cool and memorable brand.” (35:53)
Conclusion
Episode E032 of Marketing Operators offers a comprehensive exploration of balancing brand memorability with ROI in creative ad strategies. Through insightful discussions with David Herrmann, hosts Connor, Connor, and Cody provide actionable strategies and real-world examples to help marketers navigate the complexities of multi-channel advertising. Emphasizing creative diversity, patience in experimentation, and strategic investment in brand-building activities, the episode serves as a valuable resource for marketers aiming to enhance both their brand presence and financial performance as they approach the critical Q4 period.
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